This booklet is a no-nonsense guide that provides you with the information you need to immediately make changes to your site in order to boost your search rankings and benefit from increased organic search traffic. Search Engine Optimization, or SEO, is the process of modifying your website's pages to make them easily available to search engine spiders, allowing them to be spidered and indexed. A spider is a type of robot that search engines use to quickly scan and categorize millions of online pages. When a page is spidered and deemed to contain sufficient content to be included in a search engine's results for users to click on, it is indexed. Search engine optimization is the art and science of determining how search engines determine which pages are relevant to a visitor's query and developing marketing tactics around that knowledge. The most cost-effective method of acquiring "actual" and "live" business leads is through search engines. Search engine optimization, on average, generates a higher return on investment than other forms of advertising such as online commercials, e-mail marketing and newsletters, affiliate and pay per click advertising, and digital campaigns and promotions.